FACEBOOK ADS MANAGER Tutorial (2019) – Campaigns Vs. Ad Sets Vs. Ads

Hey guys, so in this video I want to cover the difference between a campaign an ad set and an ad kind of what the differences are of all those and Also kind of talk about the different campaign marketing objectives and when you should use each one What they do what they mean all that good stuff So let's dive in and the easiest way to really explain all this stuff you can see kind of you have the look at your campaigns your ad sets and your ads right up here so you can just click and flip through each one of those tabs and The campaign if you think about it, like should be drawing something like a board or something like that It's kind of like at the top and then you kind of like it's like a pyramid, right? so within one Campaign you can have multiple ad sets and then within each ad set you can have multiple ads All right So for example, like one campaign might be to get leads and then you're targeting people in you know Texas you're targeting people in Florida you're targeting people in California those would be different ad sets and then you would have different you could have different ads within each one of those ad sets or You could have the same ads within each Mo's that says now I know that's probably confusing.

Let's jump in and break down exactly What all these are so if we click on create' right here? You can see so it's start over we have the campaign. Okay, so campaign. It says what's your marketing objectives? Like what do you want to do? Do you want to get people to click to your website? Do you want people to? like or comment on your Facebook post you want people to convert into leaves you want people to go through and make a purchase like What do you want? So like that's basically telling Facebook because the truth is guys Facebook has so much data on all of their users that they know what users are more likely to click to a website They know which users are more likely to kalaiy or comment a post which ones are more likely to buy something online or by some Specific product online or to opt into a lead generation site. So all that different stuff. So that's why you want to tell them exactly What you're wanting to do? And that's why a lot of people actually fail with Facebook Ads as they'll go through and on their Facebook page So, let me just pull up my Facebook page really quick to show you guys this example So on their Facebook page here They'll come down and they'll make a post And what happens if this will ever load up is you'll get this little boost post button right here Okay on every single post that you make boost post and then people will be like, oh well I boosted my post I like, you know, I put money behind it I did the targeting all that stuff because they made it really simple just click right there Cuz obviously they're gonna make it simple because this is an easy way for Facebook to make money Then you just go through choose your targeting who you want to target and you hit boost, right? You spend five ten twenty bucks a day.

However when you go through and hit boost posts, this is choosing the market objective of Engagement, okay Which means Facebook is going to show that posts of people more likely to like and comment on your posts Not necessarily go and click to your website or generate a lead or make a sale or any of that stuff. So Sometimes you do want to do that. Sometimes you do want to go get the engagement the social proof behind a post That's really good for branding. Right but you don't always want to do that. So the campaign that is your marketing objectives And will hit those different market objectives here in just a second and then your ad set. This is your targeting Okay, it's who you want to target? This is gonna where you're going to target the custom audiences that we've created the look-alike audiences Alright, this is where you're gonna choose the age the gender if you wanted to do interest or a specific location Any of that that's all in the ad set level that's telling Facebook who you want to target And then you can see and they've made it really simple that used to not have it like this But they made the structure very very simple.

Okay, and So you can see this the audience like I just explained in the placement So what the placement is is are you gonna place your ad on Facebook? I'm the newsfeed Are you gonna place into Facebook right hand column? Are you gonna place it in the Instagram newsfeed? So it's kind of like old traditional marketing. Do you want in the magazine? Do you also want in the newspaper? Do you want it on the billboard do you want on the radio? So just like all the different places that Facebook owns, which they actually own quite a bit of space, right? So like you've got the Facebook stories, we've got the Instagram stories You've got you know, the Instagram newsfeed Facebook newsfeed. So we're ever you want to place it we're gonna dive into which placements I believe are the best and when you should go through and You know expand it out to more places. We'll get into all that stuff here.

But then also your your budget and your schedule like You want to spend five dollars a day ten dollars a day a hundred dollars a day or do you want to spend a lifetime budget of $100 over the course of a month or do you want this the campaign spent $5 and ongoing until you shut it off? Whatever it is, and then the ad is obviously what you actually see on Facebook or even on Instagram So it's the image it's the headline It's the text and the copy of all that stuff and we'll get into the different ad formats And when to use each one and how to use each one what what things to really think about here in a later video? So with that said guys what when it comes to what your market objective there's there's several things that we gotta think about and like I said We need to know what our marketing objective is and Facebook has all this data on all of these users so if we want to send people to our Website just to kind of check out a new blog post that we have or whatever We're gonna use traffic if we want them to like or comment on our Facebook posts.

We would use engagement Okay, if obviously if you guys have a app or something like that mobile app you'd use this one I've never used it If you want people to go through and watch a video that you've promoted you'd use video views because Facebook knows which people are more Likely to sit on their phone or souther computer and watch a video on Facebook. All right Now this one as I mentioned earlier if you're brand new starting out You don't have any custom audience of any existing users or any existing buyers or leads or anything like that? This is a great one because then you go shoot a you know, two three-minute video talking about your product services, whatever it is Promote it for like five bucks a day run it for ten days You spend fifty bucks and you'll have a few thousand people Usually you can get video views for about one penny per video view Okay, so if you look at that and that's a three second video view that's not like a ten or you know 25 percent view of the video but if you look at that you Five dollars per day.

That's 500 people that are watching the video and it's going to be exposed and reached a lot more than that so that's a really quick and easy way simple way to go through and expand that audience lead generation right here is not necessarily using Landing pages kay we're gonna actually do as section on lead forms because that's a little bit a little bit different but basically you run an ad and it's to get a lead right schisms name phone number email address or even physical address and Then instead of sending them to another website like a landing page to get that lead What you're gonna do is there's a pre-built form on Facebook.

They click it It pops open and then it pre-populates with all the information they already have on file with Facebook. Okay, so it's really cool It's really powerful. There are some pros to it. There are some cons to it We'll cover those as well and then messages this is to get people opting in and starting that communication with facebook Messenger Which is super powerful as well. If you go through kind of the facebook Messenger bot course that we've got the module in here, then that's gonna be able to help you as well with this piece and then We've got conversions which this one is gonna be more This one's gonna be big time with landing pages, right or if you're converting somebody into an actual purchase or sale or whatever So that's with the pixels creating those custom conversions all that.

That's where you're gonna use this now catalog sales This is gonna be a lot more for e-commerce stuff but to be completely honest I've not done a ton with that because I don't run ecommerce stuff store visits. This is a newer one I haven't done a lot with that Brand awareness and reach I messed around with those a little bit But as far as like going through and reaching a broad audience and building a custom audience I like to use video views still for that so So those are kind of different things and one thing that I would like to just kind of like Just say so you guys kind of are aware On this traffic one, you might look at that you may like, oh, why would I ever use that? so I'm just gonna use the conversions or the lead generation right here if you're trying to generate leads, however If you guys remember from the retargeting section If you're not spending enough money each week to get at least twenty convert You actually want to do this traffic campaign.

Okay, because Facebook's their conversion algorithm It really optimizes and really starts working which you're getting about 15 to 20 conversions per week So that's about two to three per day So if you're spending only like two to three dollars on a retarding campaign That's probably not enough money being spent to actually get those 15 to 20 conversions So I would do is I would spend two to three dollars on the the traffic campaign and run that okay So those are just kind of some of the different marketing objectives We'll get diamond deep into each one of these will show you guys how to set them up I just kind of wanted to get to that and explain like why you would use different ones and when you would and Then even kind of break down the campaigns ad set and AD level So with that said guys I will see you in the next video

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